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#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
A PRESENTATION BY @NJCHEVALIER
#IntroToDigital
#IntroToDigital
@njchevalier
WHAT
YOU’LL LEARN
#IntroToDigital
@njchevalier
• DEFINITION OF DIGITAL MARKETING
• HOW TO DO DIGITAL MARKETING
THAT’S IT?
#IntroToDigital
@njchevalier
AND
#IntroToDigital
@njchevalier
• HOW TO DO A DIGITAL ANALYSIS
• HOW TO USE DIGITAL MARKETING TO FIND A JOB
THEORITICAL
PRACTICAL
KNOWLEDGE
#IntroToDigital
@njchevalier
22#
FREE TOOLS
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
GOOD FOR YOU?
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
HOW TO DEFINE IT?
#IntroToDigital
@njchevalier
PROMOTION
#IntroToDigital
@njchevalier
A PRODUCT,
A SERVICE
OR A BRAND
ON ELECTRONIC
DEVICES.
OF
THE
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
BUT WAIT…WHAT IS IT EXACTLY
?
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
DIGITAL MARKETING
BLOG
SOCIAL MEDIA
SEO
SEM
BIG DATA
DISPLAY
CONTENT MARKETING
VIDEO
MOBILECRM
NEWSLETTER
#IntroToDigital
@njchevalier
WHY
IS DIGITALMARKETING SO TRENDY?
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
CHEAPIT IS
ALL YOU NEED IS SKILL
#IntroToDigital
@njchevalier
FUNTO DO
CREATIVE, INTERACTIVE & NEW.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
WORLDWIDETHE WORLD IS YOUR LIMIT
#IntroToDigital
@njchevalier
EASYTO ANALYSE
YOU HAVE NICE GRAPH
TO WATCH EVOLUTION
OF YOUR WORK.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
FREEDOMNO PHYSICAL LIMITS
NORMAL
FORCE
WEIGHT FORCE
FRICTION
#IntroToDigital
@njchevalier
LET’S GET INTO IT!
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
AREAS OF
DIGITAL
MARKETING
#IntroToDigital
@njchevalier
COMMUNICATION
E-CRM
CONTENT
SEARCH
MARKETING
ENGINE
DISPLAY
MARKETING
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
SEARCH
MARKETING
= SEO + SEA
ENGINE
#IntroToDigital
@njchevalier
SEOSEARCH ENGINE
OPTIMIZATION
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
WHO
USE
GOOGLE?
DO NOT
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
ONSITE
OFFSITE
#IntroToDigital
@njchevalier
ONSITE
OFFSITE
#IntroToDigital
@njchevalier
ONSITE
SELECT WEBSITE WITH
CONTENT OF QUALITY.
#IntroToDigital
@njchevalier
EVALUATE THE POWER OF
WEBSITE.
OFFSITE
#IntroToDigital
@njchevalier
ONSITEOPTIMIZATION
#IntroToDigital
@njchevalier
OPTIMIZATION
HOW TO EXPLAIN YOUR
WEBSITE TO GOOGLE?
#IntroToDigital
@njchevalier
Metadescription H1 title …<METADESCRIPTION>
<TITLE>
<H1>
<H2>
<H3>
<link>
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
HOW GOOGLE JUDGE IF IT IS A GOOD
WEBSITE?
BOUNCE
RATE
AVERAGE VISIT
DURATION
NUMBERS OF
VISITED PAGE
SOCIAL
SIGNALS
% 00:00 2,15
DIRECT
TRAFFIC
#IntroToDigital
@njchevalier
#
#IntroToDigital
@njchevalier
#
#IntroToDigital
@njchevalier
#
#IntroToDigital
@njchevalier
UNDERSTAND THE ALGORITHM
FOCUS ON THE USERS
#IntroToDigital
@njchevalier
OFFSITEOPTIMIZATION
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
A LINK IS A DOOR.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
YOU EXPECT
TO FIND
WHAT WAS
WRITTEN
ON THE
DOOR.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
BUT WHEN YOU HAVE TOO MANY DOORS
WITH THE SAME NAME, IT IS WEIRD.
#IntroToDigital
@njchevalier
EVERY LINK GIVE
LINKJUICE.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
GOOGLE SENDS BOTS TO CRAWL WEBSITE.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
CRAWLING DEFINE THE LINKJUICE.
#IntroToDigital
@njchevalier
WHAT IS A GOOD LINK?
FROM A
RELEVANT
DOMAIN
FROM A POWERFUL
DOMAIN
FROM A RELEVANT
PAGE
IN A TEXT ABOUT THE
TOPIC
NATURAL
CONNECTION
CLICKED AND
VISITED
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
SEO HAS NATURAL.
TO BE
TO LOOK
#IntroToDigital
@njchevalier
#4
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
#5
#IntroToDigital
@njchevalier
#6
#IntroToDigital
@njchevalier
#7
WHATSMYSERP
#IntroToDigital
@njchevalier
SEO IS NOT A SCIENCE, IT IS AN ART.
#IntroToDigital
@njchevalier
SEASEARCH ENGINE
ADVERTISING
#IntroToDigital
@njchevalier
#8
#IntroToDigital
@njchevalier
• TARGET THE RIGHT KEYWORD
• CHECK THE COMPETITION
• EVALUATE THE CONVERSION
#IntroToDigital
@njchevalier
CPCCOST PER CLICK
PPCPAY PER CLICK
CLICKS
#IntroToDigital
@njchevalier
#9
#IntroToDigital
@njchevalier
#10
#IntroToDigital
@njchevalier
LONG TERM SHORT TERM
SEO SEA
ADS DISPLAY
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
DISPLAY
ADS
#IntroToDigital
@njchevalier
BANNERS, IMAGES, VIDEO OR AUDIO.
DISPLAY ADVERTISING
IS A RANGE OF
DIFFERENT CONTENT
ON WEBSITES.
ADSENSE
10% less than usual
Free
master
thesis
Subjects
NOW!!!
#IntroToDigital
@njchevalier
TRADITIONAL
VS DISPLAY
MARKETING
TV SPOTS
RADIO
POSTER ADS
PRINT ADS
ADSENSE
FACEBOOK ADS
YOUTUBE ADS
GOOGLE ADS
PUBLICITY
#IntroToDigital
@njchevalier
TRADITIONAL
VS DISPLAY
MARKETING
ATTENTION FOR A
SHORT TIME
INTERRUPTS
TENDS TO BE
EXPENSIVE
CUSTOMIZED ADS
MORE ACCURATE
PUBLICITY
CHEAPER
#IntroToDigital
@njchevalier
#11
#IntroToDigital
@njchevalierAFFILIATE
AFFILIATE
PLATFORM
PROGRAM
#IntroToDigital
@njchevalier
CTRCLICK-THROUGH RATE =
CLICKS
VIEWS
#IntroToDigital
@njchevalier
CUSTOMER
#IntroToDigital
@njchevalier
E-CRMELECTRONIC
RELATIONSHIP
MANAGEMENT
#IntroToDigital
@njchevalier
NEWSLETTER, CUSTOMIZATION, APPLICATIONS.
E-CRM IS THE TOOLS AND
TECHNICS USED TO CATCH
NEW CUSTOMER AND RETAIN
CUSTOMERS.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
KNOW BETTER YOUR CUSTOMER
CUSTOMIZE THE COMMUNICATION
CREATE LOYALTY
PUSH THE POTENTIAL
#IntroToDigital
@njchevalier
CRM
#IntroToDigital
@njchevalier
#12
#IntroToDigital
@njchevalier
MARKETING
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
WHAT IS CONTENT MARKETING?
#IntroToDigital
@njchevalier
CONTENT MARKETING
IS THE NATURAL WAY TO DO SEO.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
www.smartinsights.com
#IntroToDigital
@njchevalier
ATTRACT ATTENTION
TRAFFIC = ATTENTION => MONETIZE
#IntroToDigital
@njchevalier
TRADITIONAL
VS CONTENT
MARKETING
TV SPOTS
RADIO
POSTER ADS
PRINT ADS
BLOG POST
VIDEO
PODCASTS
INFOGRAPHICS
PUBLICITY
#IntroToDigital
@njchevalier
TRADITIONAL
VS CONTENT
MARKETING
ATTENTION FOR A SHORT TIME
INTERRUPTS
TENDS TO BE EXPENSIVE
GIVE VALUABLE INFORMATIONS
CREATE LOYALTY
CREATE VIRAL CONTENT
PUBLICITY
CREATE RECIPROCITY
#IntroToDigital
@njchevalier
CONTENT
MARKETING
THE TROJAN HORSE
OR THE TECHNIC OF
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
IN 1 MIN
72 HRS
OF NEW VIDEO UPLOADED ON YOUTUBE
2,460,000
SHARES ON FACEBOOK
277,000
TWEETS
216,000
NEW INSTAGRAM PHOTOS
3,472
NEW PINS ON PINTEREST
#IntroToDigital
@njchevalier
WHY ARE YOU
SHARING?
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
USEFUL INFORMATION
DEFINE OURSELF
UNIVERSAL TOPICS
SUPPORT A CAUSE
GIVE OUR OPINION
CONNECT WITH A COMMUNITY
#IntroToDigital
@njchevalier
#13
#IntroToDigital
@njchevalier
#14
#IntroToDigital
@njchevalier
#15
#IntroToDigital
@njchevalier
YOUR CONTENT
HAS TO BE
MEMORABLE ACCURATE
#IntroToDigital
@njchevalier
COMM
UNICATION
#IntroToDigital
@njchevalier
BRANDS
BRANDS
BRANDS
ONLY BRANDS?
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
PEOPLE DO.
#IntroToDigital
@njchevalier
ATHLETES
JOURNALIST
POLITICS
CELEBRITIES
MARKETERS
SALESMAN
STUDENTS
PRO PEOPLE
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
ARE
BRANDS
NOW PEOPLE
#IntroToDigital
@njchevalier
PEOPLE
EXPECT MORE FROM
THE BRANDS.
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
TRANSPARENCY
TRUST
IDENTIFICATION
#IntroToDigital
@njchevalier
BRAND BRAND
ONLINE
#IntroToDigital
@njchevalier
DOES IT MEAN
WHAT
TO BEBRAND?
AN ONLINE
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
BE VISIBLE
MANAGE YOUR REPUTATION
HAVING A COMMUNICATION STRATEGY
DEVELOP YOUR COMMUNITY
#IntroToDigital
@njchevalier
#16
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
#17
#IntroToDigital
@njchevalier
#18
#IntroToDigital
@njchevalier
#19
#IntroToDigital
@njchevalier
INFORM
WATCH NEWS
NETWORKING
FOLLOW UP
ASK BRANDS
ONLINE EVENTS
CHAT
LOOK FOR JOBS
8Reasons to use twitter
#IntroToDigital
@njchevalier
#20
#IntroToDigital
@njchevalier
#21
#IntroToDigital
@njchevalier
#22
#IntroToDigital
@njchevalier
WITH SOCIAL MEDIA
JOBS ARE CHANGING…
#IntroToDigital
@njchevalier
MARKETING
VSDIGITAL
MARKETING
#IntroToDigital
@njchevalier
WHAT YOU LEARN
MARKET ANALYSIS
CONSUMER BEHAVIOUR
PUBLICITY
SALES
COMMUNICATION
#IntroToDigital
@njchevalier
ANALYSIS ONLINE TOOLS
BEFORE AFTER
MARKETING COMMUNICATION
ADS SEM / DISPLAY
CONTENT MARKETING
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
MARKETING SALES COMMUNICATION EVENTS ADS
DIGITAL
MARKETING
#IntroToDigital
@njchevalier
TO GO ONLINE.
THEN BE PREPARED
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
HOWDIGITAL
ANALYSIS
#IntroToDigital
@njchevalier
LIST OF TOOLS
#IntroToDigital
@njchevalier
#22 FREE TOOLS
1 GOOGLE KEYWORD PLANNER 12 MAILCHIMP
2 WEBMASTER TOOLS 13 PIXLR
3 ALYZE 14 PIKTOCHART
4 OPEN SITE EXPLORER 15 WORDPRESS
5 MAJESTIC SEO 16 KLOUT
6 MOZCAST 17 GOOGLE ALERTS
7 WHATSMYSERP 18 HOOTSUITE
8 GOOGLE ADWORDS 19 IFTTT
9 GOOGLE ANALYTICS 20 TWITTERCOUNTER
10 SIMILAR WEB 21 FOLLOWERWONK
11 GOOGLE ADSENSE 22 UNFOLLOWERME
#IntroToDigital
@njchevalier
PART11 GOOGLE KEYWORD PLANNER CHECK THE KEYWORD SEARCH VOLUME
2 WEBMASTER TOOLS CHECK THE STRUCTURE OF YOUR WEBSITE
3 ALYZE CHECK THE KEYWORD DENSITY
4 OPEN SITE EXPLORER CHECK THE POWER OF THE WEBSITE
5 MAJESTIC SEO CHECK THE BACKLINKS
6 MOZCAST CHECK THE RANKING EVOLUTION
7 WHATSMYSERP CHECK KEYWORD RANKING
8 GOOGLE ADWORDS PLAN ADS CAMPAIGNS ON GOOGLE
9 GOOGLE ANALYTICS CHECK YOUR TRAFFIC
10 SIMILAR WEB CHECK THE TRAFFIC
11 GOOGLE ADSENSE PLAN ADS DISPLAY ON WEBSITES
#IntroToDigital
@njchevalier
12 MAILCHIMP CREATE NEWSLETTER
13 PIXLR DESIGN TOOL
14 PIKTOCHART CREATE INFOGRAPHICS
15 WORDPRESS BLOG PLATFORM
16 KLOUT INFLUENCE TOOL
17 GOOGLE ALERTS WATCH REPUTATION
18 HOOTSUITE MANAGE SOCIAL NETWORKS
19 IFTTT AUTOMATIZE SOCIAL MEDIA
20 TWITTERCOUNTER CHECK YOUR TWITTER EVOLUTION
21 FOLLOWERWONK CHECK THE TWITTER PROFILES
22 UNFOLLOWERME CHECK THE UNFOLLOWERS
PART2
#IntroToDigital
@njchevalier
CHECK THE KEYWORDS
01.
#IntroToDigital
@njchevalier
ANALYSE THE KEYWORDS
DENSITY OF COMPETITORS
02.
#IntroToDigital
@njchevalier
COMPARE THE BACKLINKS
PROFILES OF THE COMPETITION
03.
#IntroToDigital
@njchevalier
CHECK WHERE ARE YOUR
POTENTIAL CUSTOMERS
04.
#IntroToDigital
@njchevalier
ASK YOUR CUSTOMERS WHAT
DO THEY NEED
05.
#IntroToDigital
@njchevalier
DEFINE WHAT CONTENT WILL
FIT THE BEST TO THEM
06.
#IntroToDigital
@njchevalier
FIND WHAT COMMUNICATION
CHANNEL TO USE
07.
#IntroToDigital
@njchevalier
PLAN
08.
#IntroToDigital
@njchevalier
- WELL. GOOD BUT NOT SURE
TO USE IT…
- THEN CHECK THIS!
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
JOB ONLINE
TIPS TO FIND A
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
YOUR
TAKE CARE OF
REPUTATIONe-
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
OPTIMISE YOUR
PROFESSIONAL
NETWORKS
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
CONNECT WITH
INFLUENCERS
OF YOUR SECTOR
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
POST OFTEN
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
INTERACT
WITH OTHERS
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
MAKE YOUR
NETWORK
BIGGER
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
BE VISIBLE
&
UNIQUE
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
PARTICIPATE
TO GROUPS
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
KEEP SOMEWHERE
YOUR CONTACTS
#IntroToDigital
@njchevalier
#IntroToDigital
@njchevalier
FOLLOW UP
WITH YOUR
PREVIOUS CONTACT
#IntroToDigital
@njchevalier
DO NOT
FORGET
#IntroToDigital
@njchevalier
YOUR NETWORK IS YOUR FUTURE.
#IntroToDigital
@njchevalier
njchevalier

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